ambush marketing


Also found in: Wikipedia.

ambush marketing

originally referred to activities of companies who try to associate themselves with an event (e.g. the Olympics) without paying any fee to the event owner; now meaning the sponsoring of the television coverage of a major event, national teams and the support of individual sportspeople.
References in periodicals archive ?
Part of an ambush marketing effort for beer brand Bavaria, 36 women turned up to the Holland v Denmark game wearing identical orange dresses.
They consider the increasing commercialization of sport in Europe, including the sports goods industry, talent development and sport labor migration, the impact of commercialization on athletes, and the running industry; the role of media and marketing in sport, including sponsorship, media rights in European club football, social media, ambush marketing, and corporate social responsibility practices; the economics of sport, with discussion of professional team sports, financial fair play in European professional football, and corruption and match fixing; and the economic and other effects of international sporting events.
Ambush marketing is any intentional attempt by an organization to associate itself with an event although it did not pay for the rights of that association (Epstein, 2014).
The 71-year-old is due to appear before a court in Rio on Tuesday, accused of involvement in a ticket scam, ambush marketing and conspiracy over the sale of Rio Olympics tickets at inflated prices.
They are warning the athletes' sponsors to try to minimize the amount of ambush marketing, which competes for exposure with sponsoring entities.
It's incredibly important to be part of the fabric of running and track field, and that doesn't mean having your own ambush marketing.
Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games is a practical-minded, in-depth business guide especially for aspiring and practicing professionals in the field.
On entering the shopping area of the departure terminal I was subjected to ambush marketing.
Marketing basics say ambush marketing is done by challenger brands because they want to make themselves heard.
It was the event which spawned Pepsi's famous line: aACAyNothing official about it' as they engaged in an ambush marketing drive to fight official sponsors Coca Cola.